“The Run head first straight into a concrete wall” Campaign Strategy

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The concrete wall, headfirst, charging strategy

It has taken me a long time to understand why some campaigns seem to be someone running headfirst, at speed, without a helmet, into a concrete wall. And then picking themselves up, mopping up the blood, and doing it again, and again.

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Why does this happen

Over 29 years in Brussels, I’ve tried to understand why this happens. I have three explanations:

First, the organisation/person lacks pain receptors or taste buds. They don’t feel the (political) pain, or taste the blood.

Second, they may enjoy it. They think that the pain of political/policy failure is part of the game, and they like it. So, they pick themselves up, dust off the concrete dust from their injured skull, and run headfirst, at speed, back into the concrete wall.

Third, they have never known anything different. Changing track would be too dangerous. If you have never seen success, you may think it is scary or dangerous. Better to stick with what you know.

What can you do
When you come across this, there is little you can do.

If you offer help, they’ll likely reject it on the spot.

If you offer to divert them into a sponge-covered wall, they’ll be upset. They’ll miss the sensation of the human head hitting solid concrete.
A few times, I’ve seen an intervention from higher powers putting a stop to the self-imposed pain.

If you have a client or friend who is collateral damage to this concrete wall charging, what can you do?

I know of only three ways.
First, speak to the decision-maker and explain what’s happening, and ask if there is a way out. There often is. They will also be confused by the concrete wall charging strategy.

Second, if you don’t have direct access to the person making the decision, but know someone who does, ask them to intervene.

Third, the safest bet is to minute your advice to protect yourself when the strategy inevitably fails, and walk away.